Uploaded byKenny Ong
Digital Marketing - Getting Your Audience Involved
The document discusses marketing strategies employed by Universal Music Group, emphasizing audience engagement through live events, influencer marketing, and targeted communication. It outlines the core objectives of marketing—to increase sales frequency and retention—while challenging traditional views on the product's role in consumer purchasing decisions. Key principles include understanding customer needs, effective branding, and the importance of communication in driving conversions.
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Digital Marketing - Getting Your Audience Involved
- 1. Getting your audience involved CaseStudy, Concepts, and Debatable Ideas Kenny Ong Universal Music Group Malaysia, Singapore & IndoChina http://totallyunrelatedrandomanddebatable.blogspot.com/
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- 3. LABELS ARTISTS OVER 6,700ESTABLISHED & EMERGING ARTISTS REPRESENTING ALL GENRES PUBLISHING CATALOGUE LEADING WORLDWIDE PUBLISHING COMPANY MUSIC ICONIC & INFLUENTIAL LABELS & MUSIC CO ACROSS 77 COUNTRIES MOST LOVED ICONS MERCHANDISE #1 MERCHANDISING COMPANY WORLDWIDE
- 4. 4 http://totallyunrelatedrandomanddebatable.blogspot.com/ UMG & BRANDS AU N I V E R S A L M U S I C G R O U P & B R A N D S P R E S E N T A T I O N , 2 0 1 6 • LIVE EVENTS • INFLUENCER MARKETING • CAMPAIGNS, MARKETING & PROMOTION • PRODUCT PLACEMENT • ENDORSEMENT & BRANDED CONTENT
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- 6. RULE 1: REMEMBERTHE COW Our Ancestors understood marketing way before us http://totallyunrelatedrandomanddebatable.blogspot.com/
- 7. 7 http://totallyunrelatedrandomanddebatable.blogspot.com/ “Cow Don’t Drink WaterCannot Keep Cow Head Down”
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- 9. 9 http://totallyunrelatedrandomanddebatable.blogspot.com/ 1. credible expert(authority), 2. if we regard him or her as a trusted friend (likeability), 3. if we feel we owe them one (reciprocity), 4. or if doing so will be consistent with our beliefs or prior commitments (consistency). 5. we are also inclined to make choices that we think are popular (consensus), 6. and that will net us a scarce commodity (scarcity). Social Influence
- 10. RULE 2: THEREAL GOAL OF MARKETING AND BRANDING Understanding our role in the whole scheme of things http://totallyunrelatedrandomanddebatable.blogspot.com/
- 11. 11 http://totallyunrelatedrandomanddebatable.blogspot.com/ What is thepurpose of Marketing & Branding? Ultimate Objective of Marketing: “Get more people, to buy more things, more frequently, at higher prices.” Sergio Zyman “Retention and Loyalty are useless if No Conversion is happening.”
- 12. 12 http://totallyunrelatedrandomanddebatable.blogspot.com/ What is thepurpose of Marketing & Branding? “Retention and Loyalty are useless if No Conversion is happening.” “Communication is useless if No Conversion is happening.”
- 13. 13 http://totallyunrelatedrandomanddebatable.blogspot.com/ What is theObjective? 1.Comm = Relationship (something like Dating) 2.Comm ≠ Media glitz 3.Comm ≠ ATL/BTL/BwTL/ArTL/FTL 4.Comm ≠ CSR 5.Comm ≠ Social Media 6.Comm = Get more people, to buy more, more frequently, at higher prices
- 15. 15 http://totallyunrelatedrandomanddebatable.blogspot.com/ “Black Beatles” – RaeSremmurd & Gucci Mane>40M views 2M views per day
- 16. 16 http://totallyunrelatedrandomanddebatable.blogspot.com/ “Black Beatles” – RaeSremmurd & Gucci Mane • Twitter Rae Sremmurd’s account +19,000 followers • Twitter >1.1 million tweets mention “Rae Sremmurd” and #BlackBeatles • Spotify streams +170% • Spotify >55 million streams • Youtube >42 million views • Youtube between 1M and 2M plays per day • Pandora +1118% • Pandora +100,000 stations
- 17. RULE 3: THEPRODUCT IS NOT THE PRODUCT How I spend my money is my business http://totallyunrelatedrandomanddebatable.blogspot.com/
- 18. 18 http://totallyunrelatedrandomanddebatable.blogspot.com/ What is theProduct? Core Buying Purpose/ Customer Value Proposition/ Job To Be Done (JBTD)
- 19. 19 http://totallyunrelatedrandomanddebatable.blogspot.com/ “The Product isNot the Product” • What is the customer really buying? • What is the “Core Buying Purpose”?
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- 21. THE BUSINESS MODEL Thebiggest impact http://totallyunrelatedrandomanddebatable.blogspot.com/
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- 24. 24 http://totallyunrelatedrandomanddebatable.blogspot.com/ What is theBusiness Model? USP Market Discipline Profit Model •Google •Tata Nano
- 25. 25 http://totallyunrelatedrandomanddebatable.blogspot.com/ Market Discipline "They arethe most innovative" "Constantly renewing and creative" "Always on the leading edge" "A great deal!" Excellent/attractive price Minimal acquisition cost and hassle Lowest overall cost of ownership "A no-hassles firm" Convenience and speed Reliable product and service "Exactly what I need" Customized products Personalized communications "They're very responsive" Preferential service and flexibility Recommends what I need "I'm very loyal to them" Helps us to be a success Product Leadership Operational Excellence Customer Intimacy • Cost • Convenience • TCO • Features, Benefits • Limited Range • Solutions • Customization • Breadth & Depth
- 26. 26 http://totallyunrelatedrandomanddebatable.blogspot.com/ Market Discipline "They arethe most innovative" "Constantly renewing and creative" "Always on the leading edge" "A great deal!" Excellent/attractive price Minimal acquisition cost and hassle Lowest overall cost of ownership "A no-hassles firm" Convenience and speed Reliable product and service "Exactly what I need" Customized products Personalized communications "They're very responsive" Preferential service and flexibility Recommends what I need "I'm very loyal to them" Helps us to be a success Product Leadership Operational Excellence Customer Intimacy•Air Asia •LV •Ramly
- 27. 27 http://totallyunrelatedrandomanddebatable.blogspot.com/ Operational Excellence • Competitive price •Error free, reliable • Fast (on demand) • Simple • Responsive • Consistent information for all • Transactional • 'Once and Done' Customer Intimacy • Management by Fact • Easy to do business with • Have it your way (customization) • Market segments of one • Proactive, flexible • Relationship and consultative selling • Cross selling Product Leadership • New, state of the art products or services • Risk takers • Meet volatile customer needs • Fast concept-to- counter • Never satisfied - obsolete own and competitors' products • Learning organization Alignment & Consistency: Disciplines, Priorities, and KPIs
- 28. UNDERSTANDING THE TARGET Thepower of targeted communications http://totallyunrelatedrandomanddebatable.blogspot.com/
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- 39. RIGHT TOOLS, RIGHTTIME, THE RIGHT AUDIENCE The power of targeted communications http://totallyunrelatedrandomanddebatable.blogspot.com/
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- 42. 42 http://totallyunrelatedrandomanddebatable.blogspot.com/A U NI V E R S A L M U S I C & B R A N D S P R E S E N T A T I O N , 2 0 1 6
- 43. 43 http://totallyunrelatedrandomanddebatable.blogspot.com/A U NI V E R S A L M U S I C & B R A N D S P R E S E N T A T I O N , 2 0 1 6
- 44. 44 http://totallyunrelatedrandomanddebatable.blogspot.com/A U NI V E R S A L M U S I C & B R A N D S P R E S E N T A T I O N , 2 0 1 6
- 45. 45 http://totallyunrelatedrandomanddebatable.blogspot.com/A U NI V E R S A L M U S I C & B R A N D S P R E S E N T A T I O N , 2 0 1 6
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- 47. 47 http://totallyunrelatedrandomanddebatable.blogspot.com/A U NI V E R S A L M U S I C & B R A N D S P R E S E N T A T I O N , 2 0 1 6
- 48. B. IMMERSIVE TECH UMG’sVRTGO http://totallyunrelatedrandomanddebatable.blogspot.com/
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- 59. 59 http://totallyunrelatedrandomanddebatable.blogspot.com/ Venue: Koh Pich- ‘Diamond Island’ Attendees - approx. 25,000 people Earned Media (Traditional) •12 online sites announced the show •9 TV stations broadcasted about the show •2 phone interviews broadcasted on radio •9 main stream newspapers announced the show •7 magazines covered the event •2 international newspapers covered the show Earned Media (Social) •30,019 likes for Demi Lovato Fan Page •Average reach per post - 5000 •+340,000 Facebook fans since the launch of the Artist of the Month program •+401,000 Facebook fans since the launch of the Partnership •1st Facebook fanbase for a brand in Cambodia
- 60. 60 http://totallyunrelatedrandomanddebatable.blogspot.com/ What is thepurpose of Marketing & Branding? Ultimate Objective of Marketing: “Get more people, to buy more things, more frequently, at higher prices.” Sergio Zyman
- 61. Thank You. soft copyof slides: http://totallyunrelatedrandomanddebatable. blogspot.com/